Presentation I provided in Singapore

1. G A B R Y VA N B E E K | J a n . 1 9 th 2 0 1 2 |
SINGAPORE
WINNING
SOCIAL MEDIA
APPROACHES FOR
T H E WA R O N
TA L E N T

3. The Power of Social Media
December
31st, 2010

4. Dirk Dewulf

5. Changing Environment of Recuitment
From a small and static number of channels
to an indefinite number and dynamic channels

6. Power Division vs Control
Source: Ordina, Innovation in Sourcing
(2008)

7. Changing Role of Agencies
• What is the ADDED
VALUE of agencies?
• Speed? Quality? Large
number of candidates?
• Main value of agencies
is their CV database
• Well wake up, there is
an even bigger
database, and it is way
more complete and
accurate…..

8. Through the rise of social media we could make the
STRATEGIC CHOICE to minimize usage of agencies.
How? By using Social Media we can:
SEARCH, FIND, COMMUNICATE AND CONNECT to
candidates DIRECTLY
Build LONG TERM RELATIONSHIPS with potential
candidates
Build, Nurture and Protect our (EMPLOYER) BRAND AND
CORPORATE VALUES

9. Statistics

10. Who’s driving traffic? LinkedIn is driving the most job-related traffic (47%) to
career sites, followed by Facebook (30%) and Twitter (16%) (Jobs2Web)

11. 58.1% had successfully hired a candidate found through a
social network.

12. On that, 80% of companies recruit through LinkedIn network.
Now you know the value and importance of LinkedIn social
network. Adding to it, 55% and 45% of companies recruit
through Facebook and Twitter.

13. 79 percent of recruiters and hiring managers in the United
States have reviewed online information posted to social
networking sites and blogs to screen job candidates, and 70
percent have rejected an applicant based on information they
found.

14. Before Social Media
• We used agencies
for almost all
scarse/ hard to find
positions
• That was about
35% of all vacancies

15. Strategic Use of Agencies
Still use Managed by
Agencies own
(10%) Recruitment
department/
10% 25% Social Media
(90%)
40% 25%

16. Goal with Social Media
• We will be
recruiting 90% of
positions ourselves
• We will use
agencies only for
‘Specialists
Functions’
• That will be about
10% of all positions

17. O U R C O R P O R AT E R E C R U I T M E N T
D E PA R T M E N T A C T U A L LY H A S
BECOME AN AGENCY!!
A N D SAV ES M I L L I O N S O F $ $ $ $
EACH YEAR

18. How? Social Media Framework
Recruitment KPI's
Most Effective Social Media Sources:
• Online Referral Systems
s
cr uit t
en t
es
Re cr en
tm men
te of ant roc
Re it m
• Microblogging (Twitter)
t
P
u
To a l c of s
tit pl nt
l s ts ecr
nt
s
e
• Professional Social Networking Sites
ca
Qu y of uitm
R
ui
In al c pli
ic
co of
ap
rn osts
r
ali Rec
an ap
t a os
re
of
y
rn
d
t
ee
te
Social Media Source
Qu
Sp
Ex
Personal Social Networking Sites 1 0 1 0 -1 1
Professional Social Networking Sites 1 2 2 0 -1 4
Corporate Blogs 0 1 0 0 -2 -1
Podcasts 0 0 0 0 -1 -1
Content Communities 0 0 0 0 0 0
Corporate forums 0 1 0 0 -1 0
Micro Blogging 2 1 2 1 -1 5
Gaming -1 1 0 -2 0 -2
Online referral systems 1 2 2 1 0 6
Source: Thesis “The impact of social media on Recruitment and Employer
branding”, Gabry van Beek (2010)

19. Most effective social media sources
Application that engages
the social networks of
employees in recruiting
new colleagues
Spreading jobs on Twitter via
corporate twitter channels,
recruiters, managers and
employees
Search, Find, Communicate
and Connect to candidates
directly
+ Build talent pools

20. Social Referral, what is it?
• Social Media takes Referral Recruitment to a new dimension
• Harnesses the Social Network of Employees
• In general people have between 100 and 200 connections in their network
• The combined network of your company is larger than you think (E.g. Rabobank has
a 7,5 mio strong Employee Social Network)
• The potential of these connections is massive: “Are you realizing it’s potential?”

21. Social Referral Results
• Works best for Bachelor/Master/PhD level jobs
• Average employee user participation after 2
invite mails: 35/60%
• On average 10 referral mails are needed for 1
application (10:1 ratio)
• Referral candidates have a conversion rate of
25/30% of getting hired (highest conversion rate
of all recruitment channels)
• Cost per hire is very low

22. Twitter

23. • Recuiters use LinkedIn for hard to find candidates
• 145 million users worldwide (every 14 days 1
million new users)
• Conversion rate from approach to apply is
approx. 20/30%
• Conversion rate from approach to hire is approx.
10/15%
• Use LinkedIn wisely, DO NOT SPAM, getting
Personal in approach is the way to go!

24. Talent Pool
Candidate contacted, but not (directly)
interested? Enter into Talent Pool!

25. Build Relationships
By a combination of (online) CRM and (offline)
Events!!!

26. Lessons Learnt
• Most Effective Social Media Sources:
– Online Referral Systems
– Microblogging
– Professionals Social Networking Sites
• Became less dependant of Agencies
• By using Social Media to build your own Corporate
Recruitment Department and save $$$
• Encourage (hiring) managers, recuiters and employees to
build relevant social networks online
• Actively use the social networks of recruiters, managers
and employees for recruitment

27. All Employees are
RECRUITERS,
Your Company is the
AGENCY

28. Communicate, link or
compliments?
Let’s Connect on LinkedIn!